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Advertising and media competence for environmental education in primary school students
Mario Megías Delgado ; de Casas Moreno, Patricia ; Gema Paramio Pérez
Alteridad (Cuenca, Ecuador), 2019-07, Vol.14 (2), p.220
Cuenca: Universidad Politécnica Salesiana del Ecuador
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Title:
Advertising and media competence for environmental education in primary school students
Author:
Mario Megías Delgado
;
de Casas Moreno, Patricia
;
Gema Paramio Pérez
Subjects:
Advertising
;
Computer Assisted Instruction
;
Elementary School Students
;
Environmental education
;
Environmental impact
;
Focus Groups
;
Knowledge Level
;
Participant Observation
;
Primary Education
;
Qualitative research
;
Students
Is Part Of:
Alteridad (Cuenca, Ecuador), 2019-07, Vol.14 (2), p.220
Description:
The media and, above all, advertising play a very important role in the formation of society, especially in the youth sector. In this sense, we must reinforce the pedagogical models in the classroom to get critical citizens. On the other hand, the environment, in recent years, has become one of the most popular topics of study. Therefore, this research aims to shed light on the use of advertising for the teaching of environmental education in the context of Primary Education. For this, qualitative research has been carried out through participant observation and focus groups. The sample consists of 5 advertising spots related to environmental issues and 75 students of the Huerto-Alegre school farm in Granada, trying to clarify the level of knowledge that these students have about the object of study. The main results and conclusions show that in spite of linking environmental problems with the spots viewed there is a discontinuity in the family and school contexts, even with the help of the mediator, emphasizing the need to reinforce the competencies in the formation and knowledge of students. Los medios de comunicación y, sobre todo, la publicidad juegan un papel muy importante en la formación de la sociedad, especialmente, en el sector más joven. En este sentido, hay que reforzar los modelos pedagógicos en el aula para conseguir ciudadanos críticos. Por otro lado, el medio ambiente, en los últimos tiempos, se ha convertido en uno de los temas más populares de estudio. Por lo tanto, la presente investigación pretende arrojar luz sobre el uso de la publicidad para la enseñanza de la educación ambiental en el contexto de la Educación Primaria. Para ello, se ha llevado a cabo una investigación cualitativa a través de la observación participante y grupos focales. La muestra compuesta por 5 spots publicitarios relacionados con temas medioambientales y 75 alumnos de la granja escuela Huerto-Alegre de Granada, trata de esclarecer el nivel de conocimiento que poseen estos estudiantes sobre el objeto de estudio. Los principales resultados y conclusiones demuestran que a pesar de vincular problemas medio ambientales con los spots visionados existe una discontinuidad en los contextos familiar y escolar, incluso con ayuda del mediador, incidiendo en la necesidad de reforzar las competencias en la formación y conocimiento del alumnado. Os meios de comunicação social e, sobretudo, a publicidade, desempenham um papel muito importante na formação da sociedade, especialmente no sector juvenil. Neste sentido, é necessário reforçar os modelos pedagógicos na sala de aula para obter cidadãos críticos. Por outro lado, o ambiente tornou-se recentemente um dos temas de estudo mais populares. Portanto, esta pesquisa tem como objetivo esclarecer sobre o uso da publicidade para o ensino da educação ambiental no contexto do Ensino Fundamental. Para este fim, a pesquisa qualitativa foi realizada através de observação participante e grupos focais. A amostra composto por cinco spots publicitários relacionados com questões ambientais e 75 alunos da escola agrícola Huerto-Alegre em Granada, visa esclarecer o nível de conhecimento que estes alunos têm sobre o objeto de estudo. Os principais resultados e conclusões mostram que, apesar de ligar os problemas ambientais com os pontos vistos, há uma descontinuidade nos contextos familiar e escolar, mesmo com a ajuda do mediador, ressaltando a necessidade de fortalecer as habilidades na formação e no conhecimento dos alunos.
Publisher:
Cuenca: Universidad Politécnica Salesiana del Ecuador
Language:
English
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